How a two-word campaign surpassed lead goals

It all started with two magical words, “I switched.” They were said by a Vermeer customer during a testimonial interview and as soon as we heard them, we knew the phrase carried a meaning every potential customer could resonate with. Because after all — sometimes brand loyalty just doesn’t cut it anymore. With our new angle in mind, Lessing-Flynn partnered with Vermeer to create a series of testimonial videos that soon flourished into a comprehensive integrated marketing campaign involving ads, trade show experience, social media, articles, dealer marketing assets and more. We wanted to show people that switching to Vermeer could make the haymaking process more convenient, trouble-free and even more enjoyable. In each story, customers explained how Vermeer equipment not only made them more productive than competitors, it also made the process much more gratifying. These stories really resonated with our target audience (current and prospective customers) and converted competitive equipment owners over to owning some yellow iron!